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February 2018

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Fresh from its acquisition of the Apocalypse Clothing Company, and its lead designer, Jeffrey Sebelia, the Real American Brands company announced plans to launch its own premium denim line, according to Doug Newton, CEO of RLAB, and founder of another brand owned by the company, Billy Martin's USA.

"This will be a cutting-edge, premium denim line" Newton said "but not carry premium prices. Plus, it will made in America, of all places!" Designed by Jeffrey Sebelia, winner of the 2006 Project Runway TV series, Newton said "the line will be positioned to compete with True Religion on styling, fit and comfort, but unlike more-expensive brands, will be priced within the reach of value-conscious, style-driven consumers both at home and abroad."

"Our brand will be different from the vast universe of competing premium products being manufactured and marketed today because it will be 100% USA manufactured, and carry the exclusive label 'Born & bred in the USA', a US trademark owned by Billy Martin's USA, a wholly owned subsidiary Real American Brands, Inc. The name of the new denim line will be announced soon, said Sebelia.

Real American Brands Inc (RLAB) is a designer, marketer and wholesaler of fashion-forward apparel for men and women, whose heritage includes the Apocalypse Clothing Co.; the Cosa Nostra and Good Vig labels designed by Jeffrey Sebelia; the 29 year old western lifestyle brand, Billy Martin's; and its flagship boutique at the Trump Plaza in New York City.

According to Newton, "With our recent acquisition of Apocalypse and its design and US based manufacturing team, RLAB is now positioned to implement our growth and diversification strategy. As the name of the parent company suggests, RLAB is devoted to developing a family of brands whose origins and style reflect our country's unique culture, heritage and way of life, with potential for solid growth in today's global marketplace."